32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
7 things you can inject to your marketing right now - Power Up Direct & Digit...Michael Leander
7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander
Organized by http://www.markedu.com
Customer centricity marketing masterclass in LisbonMichael Leander
These are slides from the Marketing Customer Centricity Masterclass in Lisbon, Portugal. Organized by Mediapost Portugal and presented by Michael Leander with Antoine Blanchys.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
7 things you can inject to your marketing right now - Power Up Direct & Digit...Michael Leander
7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander
Organized by http://www.markedu.com
Customer centricity marketing masterclass in LisbonMichael Leander
These are slides from the Marketing Customer Centricity Masterclass in Lisbon, Portugal. Organized by Mediapost Portugal and presented by Michael Leander with Antoine Blanchys.
Conversion Optimization and Lead MagnetsBrant Bell
Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets.
Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition.
Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.
Succeeding With Multi-Channel Marketing: And How to Do It in Today's EconomyinterlinkONE
interlinkONE's VP of Sales Karen DeWolfe delivered this presentation at the 2012 MFSA Southwest Conference.
The content was specifically tailored during mailing and fulfillment service providers.
Karen covered items such as:
- Challenges Faced by Service Providers in Today’s World of Marketing and Communications
- Selling Multi-Channel Marketing Solutions
- Best Practices for Managing, Executing, and Measuring Marketing Campaigns
- Emerging Technologies and Getting Ready for What’s Next
This game is similar to Family Feud, but for digital sales teams. Have a little fun while testing the knowledge of the reps to know what to work on in other training groups and/or individual sessions.
70% of purchasing decisions are influenced by what customers have heard about your product or service, from their friends and acquaintances. From their influence network. The Social Web is driving change in how to reach your customer and how your customer hears about you.
Influence Marketing makes use of the Social web and the social networks within them to engage with your customers, but it isn’t only confined to the Internet
Presented at Content Jam, in Chicago on November 5, 2015. Understanding your customers as who they are and where they are in the journey helps content marketing work better.
Email marketing presentation delivered at Email Expo in Frankfurt. Presented to a small audience of email marketing interested brands and email marketing experts from attending exhibitors.
Videos are found at www.marketingtelly.com
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
Conversion Optimization and Lead MagnetsBrant Bell
Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets.
Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition.
Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.
Succeeding With Multi-Channel Marketing: And How to Do It in Today's EconomyinterlinkONE
interlinkONE's VP of Sales Karen DeWolfe delivered this presentation at the 2012 MFSA Southwest Conference.
The content was specifically tailored during mailing and fulfillment service providers.
Karen covered items such as:
- Challenges Faced by Service Providers in Today’s World of Marketing and Communications
- Selling Multi-Channel Marketing Solutions
- Best Practices for Managing, Executing, and Measuring Marketing Campaigns
- Emerging Technologies and Getting Ready for What’s Next
This game is similar to Family Feud, but for digital sales teams. Have a little fun while testing the knowledge of the reps to know what to work on in other training groups and/or individual sessions.
70% of purchasing decisions are influenced by what customers have heard about your product or service, from their friends and acquaintances. From their influence network. The Social Web is driving change in how to reach your customer and how your customer hears about you.
Influence Marketing makes use of the Social web and the social networks within them to engage with your customers, but it isn’t only confined to the Internet
Presented at Content Jam, in Chicago on November 5, 2015. Understanding your customers as who they are and where they are in the journey helps content marketing work better.
Email marketing presentation delivered at Email Expo in Frankfurt. Presented to a small audience of email marketing interested brands and email marketing experts from attending exhibitors.
Videos are found at www.marketingtelly.com
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
For small, community-based service businesses it is often hard to know what business development approaches are best.
Which activities and programs produce the best bang for your buck - word of mouth, direct advertising, e-mail and online marketing, participation in community events, or street-based “guerilla marketing?”
This webinar addresses best practices in the industry and offers practical advice on choosing the right and most cost effective strategy for your venture.
Joining the conversation are three experts with extensive experience in business development.
They discussed the latest and most cost effective strategies for winning over small business and nonprofit customers.
Fra Markedu's Facebook markedsføring og tips webseminar på dansk
Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.
Email & Social Media Productivity Hacks for Agencies: Mailigen SlidesSendible
Handling many clients as a digital marketing agency has its challenges. There’s always too many things on your plate and each of your clients deserves your undivided attention. One way to improve your results (without employing new staff) is to become more efficient and increase productivity within the great team you already have.
If you’re a digital agency and want to grow your business by providing email and social media services, this is a webinar not to be missed!
Email marketing and automation experts Mailigen will teach us how to tell beautiful stories and create human connections with your clients’ customers via email. While we, Sendible, will cover the social media front and show you how you can deliver better results and drive leads easily.
Our joint webinar will explore how to:
- Create engaging email content for your clients to gain maximum impact
- Use email automation to nurture leads
- Leverage social media automation to help grow your business and client base
- Find relevant social media content with little to no effort
- Generate a continuous flow of leads for your clients on social media.
Integrating Digital Marketing Strategies Into Your Nonprofit (and Measuring ROI)Shelly Kramer
Understanding digital marketing strategies is a critical component of success for businesses today. And nonprofit organizations and associations are businesses, too.
As such, they need to understand how to integrate digital media into their marketing efforts, how to use the power of social media to help with awareness, reach, community building and fundraising efforts and how to measure success.
This was a presentation that Shelly Kramer, CEO of Kansas City-based V3 Integrated Marketing gave in October of 2011 to a gathering of YMCA Chief Marketing Officers and Chief Technology Officers on digital media.
The presentation covered an overview of digital media, a discussion about how inbound marketing is dramatically different than outbound marketing, and a comparison of the costs of the two very different kinds of marketing tactics.
The presentation covered social media channels - like Facebook, Twitter, YouTube, LinkedIn and the corporate blog, and discussed how to integrate these channels into your overall marketing efforts - and how important that is.
Lastly, the presentation covered data and analysis and touched on the fact that having analytics and using them are two completely different things. Analytics and data can be the roadmap for any successful marketing (or fundraising) initiative. And they can play an integral role in analyzing the ROI of your marketing efforts - both traditional and those focused on utilizing social media channels and other inbound marketing strategies.
Email marketing is one of the oldest digital marketing tactics, yet it continues to deliver a higher ROI than just about any other online strategy. But this is not your father's email marketing anymore. That's right: this strategy has matured, and if you haven't revisited how you create email content since the early 2000's, you're most likely missing out on the major ROI and benefits of email. This topic takes an in depth look into six key areas of email marketing and how each has evolved. It's time to update your old email marketing strategy and move it to 2016 and beyond.
[Webcast] How to Get Your Email Marketing Off the GroundSendGrid
Are you seeing a 4,000% return on investment with your email program? If not, your program is achieving below average performance.
Get the tools to:
Create cost effective transactional and marketing email programs
Get your emails delivered to the inbox
Analyze the performance of your programs
Scale your program to meet the needs of your growing business
Social Selling for Recruiters & Sourcing on FacebookJohnny Campbell
NRF Breakfast Briefing January 31st 2017, Dublin by Johnny Campbell, Social Talent.
How to source on Facebook and find private contact details.
How to leverage social selling to win new agency business.
Customer experience conference by Sitecore in Oslo, NorwayMichael Leander
My talk at the customer experience conference organized by Sitecore in Oslo, Norway.
The conference was all about the online customer experience and this presentation aimed to set the stage for the 7 other expert marketing speakers presenting.
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
Similar to Direct marketing workshop Wazzap in Tallinn, Estonia (20)
Digital Marketing Omnichannel Training in DubaiMichael Leander
Training in Dubai: Digital Marketing & Omnichannel Marketing Training delivered by Michael Leander. Contact to get more information about this Dubai Training program.
Boost your email marketing and marketing automation results by over 17%. Work with Michael Leander one-on-one. He is one of the earliest email marketing pioneers
His email marketing experience started in 1996. He has been using marketing automation back before the term became popular.
With his extensive background in anything to do with direct marketing and digital marketing, he can assist your organization on many levels. From strategy over creation to execution and measurement.
Find his contact details in the slides.
Innowave Summit Keynote Presentation Michael LeanderMichael Leander
Michael Leander keynote speaker presentation at Innowave Summit in Varna, Bulgaria.
Martech and innovation conference attended by around 3.000 attendees. #innowavesummit #michaelleander
State of Email Marketing Europe - Email marketing and marketing automation re...Michael Leander
Report for the state of email marketing and marketing automation in Europe. Includes comparative data between several countries in Europe.
Includes expert tips and suggestions from leading email marketing and marketing automation practitioners including Dave Chaffey, Drayton Bird, Dela Quist, Michael Leander and other great practitioners.
Published by Markedu with support from GIDMA
Digital Business Transformation Workshop in RwandaMichael Leander
Digital Business Transformation Workshop in Kigali, Rwanda. A one-day event for executives.
Attend this workshop in Kigali to fuel high ROI growth for your business.
Digital Business Transformation Workshop in KigaliMichael Leander
The Executive Digital Business Transformation Workshop in Kigali is designed to help executives plan their digital transformation.
The rise of digital will most certainly impact your business. The question is not if, but when.
This workshop is aimed at leaders who want to stay ahead of the curve. Attending the Executive Digital Business Transformation workshop will give you the insight, tools and strategies you need to craft a winning digital business transformation plan.
Invitation til marketing automation netværksmøde i Danmark. Mød ligesindende, der arbejder med at få succes med marketing automation, email marketing og data-driven marketing.
Gruppen mødes 6 gange årligt.
EDDM Awards - Email marketing and data driven marketing awards EMEAMichael Leander
The rules, categories and deadlines for the EDDM Awards - Email Marketing and Data-Driven Marketing Awards for EMEA.
The EDDM Awards is organized by Markedu. Brands and agencies from all over Europe, Africa and the Middle East are eligible to participate.
Email Marketing Assessment Template for SuccessMichael Leander
Use this template for email marketing assessment and marketing automation assessment to evaluate your email marketing and marketing automation programs.
Developed by Michael Leander for GIDMA - data-driven marketing and marketing automation experts.
Contact us if you want to learn how GIDMA can help you accelerate your email marketing and marketing automation efforts.
NOTE: This template covers many relevant areas related to email marketing and marketing automation, but is not exhaustive. The full template is only available to paying clients.
Social media and analytics masterclass in Mumbai and Delhi. Delivered by Michael Leander, organized by Programic Asia. Learn how to achieve high ROMI on social media.
Digital Marketing Masterclass Nairobi in KenyaMichael Leander
Digital Marketing Masterclass in Nairobi, Kenya. Two days of digital marketing tips and tips. Delivered by experts.
The workshop format is highly engaging with emphasis on sharing methodologies, tips and tricks attendees can implement right away.
5 Critical Skills for Digital Marketing CareersMichael Leander
These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".
The second cohort cna join The Chartered Marketing Analyst Course taking place in Nairobi, Kenya. The 5 day marketing course promises to be intensive, highly engaging and lots of fun.
Mobile and Digital Marketing Masterclass in Nairobi, KenyaMichael Leander
The Mobile marketing and digital marketing masterclass is a 2 day, highly interactive and engaging marketing masterclass. It takes place in Nairobi, Kenya. The masterclass is delivered by Michael Leander and organized by A.B.M.C International.
The Marketing Analyst Course is a 5 day chartered marketing analyst course taking place in Dubai. Check brochure for more information and learn why you should attend this course
Digital and mobile marketing masterclass TanzaniaMichael Leander
2 day digital marketing and mobile marketing masterclass in Dar es Salaam in Tanzania. Organized by ABCM International and delivered by marketing speaker Michael Leander.
The masterclass caters to professionals wishing to get results with digital marketing and mobile marketing. Hands-on exercises and lots of attendee interactions during the masterclass.
Kenya Chartered Marketing Analyst Certificate CourseMichael Leander
The Chartered Marketing Analyst Executive Certificate Course takes place in Nairobi, Kenya from June 13th to June 17th.
The course is delivered by Michael Leander and organized by A.B.M.C. International.
See the course brochure for more information and contact details.
This course is also offered in Accra, Ghana from 20th June to 24th June.
Fixing your email- and data driven marketing - on demand contentMichael Leander
Email marketing ekspert Dr. Torsten Schwarz from Absolit interviews customer lifecycle marketing magement expert Michael Leander on email marketing and data driven marketing related issues.
Data driven marketing and email marketing conferenceMichael Leander
The DialogSummit is an important conference on data driven marketing and email marketing. Featuring two language tracks - English and German - you can meet acknowledged email marketing and data driven marketing experts such as Dietmar Dahmen, Kath Pay, Michael Leander, Dela Quist, Jordie van Rijn, Tamara Gielen, Gregor Wolf, Dr. Torsten Schwarz and many, many others.
It takes place in Frankfurt, Germany on 3rd May 2016. The day before you can attend a data driven marketing masterclass in English and several email marketing workshops in German.
More here http://www.dialogsummit.de
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Direct marketing workshop Wazzap in Tallinn, Estonia
1. Trends & ideas
for success
in direct
marketing Michael Leander
• michael@michaelleander.me
•@michaelleander < Twitter
•Facebook/Linkedin “Michael Leander”
8. Facebook.com/
michaelleandernielsen
Best question wins
this book
9. Get 19 direct marketing case studies.
email michael@michaelleander.me
10. How would you describe direct marketing?
I. A marketing activity direct to a potential
buyer?
II. A marketing activity that requires a
response?
11. Whom is it cheaper to sell to?
New customers Existing customers
12. Existing customers generate ”cheaper”
revenue and recommend new customers
Recommendation
Reviews og
endorsements
WOM &
1-on-1
sharing
13. Which is cheaper to use for
attracting a sale?
Email
market
ing
Direct
mail
Social
media
14.
15. Media channel effectiveness, simplified
DIRECT & Cost per Cost per Convert to Actions Cost per
OUTBOUND contact thousand action (sale) action
Canvas call by 1.400,- 1.400.000,- 20% 200 8.325,-
account manager
Telemarketing 100,- 100.000,- 5% 50 2.000,-
Direct mail 50,- 50.000,- 2% 20 2.500,-
E-mail 10,- 10.000,- 0,75% 7,5 1.333,-
SMS/MMS 7,- 7.000,- 0,15% 1,5 4.667,-
• Test to find your optimal mix
• Decide: sender control or recipient control
• Combinations are often most effective in terms of ROMI
16. Integrating messages cross
channel
Response
increases, 100%
for direct mail
piece.
Teaser e-mail.
No online Direct Mail
response
Combined response
from e-mail and
direct mail is 125%
better than no e-mail.
Pre-mail, with
online response Direct Mail
17. Remember ! Your job
is about prioritizing
- What is your objective?
- How soon?
- What can be done?
- What is required to do that?
- How can this instrument
help me?
- Are there better ways to
accomplish my objective?
17
18.
19. Email not so dead
after all...
(tell your friends &
colleagues)
20. Invest 1 US$ get 52, 43, 40, 39 US$ back
Email marketing still the best performing instrument – delivering
nearly twice as much as second place (SEM) in terms of ROMI
23. Use advertising on social networks to
practice your A/B split testing skills
24. Fact 1: Direct mail is still highly efficient
and plays on senses that digital cannot
Fact 2: Email marketing is growing, but
becoming increasingly difficult to handle
Fact 3: Gaining traction in social media is
not what most people think it would be
25.
26. … and other new opportunities to
interact and get a response from
your audience using QR codes (or
not)
27. Me too, me too, me too,
me too, me too, me too !
37. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
38. Attention
Spend: € 22 Interest
Revenue: € 4.950
Desire
www.linktext.com > learn more about this masterclass Action
and see how attending can help you increase your
email marketing ROI www.linktext.com
40. Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook
A page for learning & laughs
Best Facebook post this week (most shared), go see it
B here
C See what we are talking about over on Facebook today
https://www.questionpro.com/a/showReportTab.do?surveyID=3321214
42. Which Tweet was most effective?
Is marketing your game? Come join us on the
0,45% Facebook page for learning & laughs
Best Facebook post this week (most shared), go
0,37% see it here
See what we are talking about over on
2,67% Facebook today
43. Axe girl wake me up
• Sign-up via
qualification
• IVR
• Different Axe girl
calls every day
Think: Solves a real problem in a fun way
(service) and generates continous awarenesss
44. Get
Get your 19 direct mail case
studies in mid January 2013
Send your request to Michael@michaelleander.me to get the 19 direct mail
case studies including a fantastic case study from Mediapost Hitmail Bulgaria
45. Allocation of focus in any direct marketing
activity – here specific to DIRECT marketing
Message/offer Target group
40% 40%
100%
20%
Creative
46.
47.
48.
49. So how do we
continuously
acquire knowledge
about our prospects
and customers?
50.
51. Significant changes in
the age of discovery
Transparency & trust
Relevancy
Customer intimacy
Multichannel mix
Immediacy
52. In your market, which percentage of
prospects are buying now?
3% are buying now
6-7% are open to the idea
30% are not thinking about it
30% don’t think they are interested
30% are sure they are not interested
53.
54. The average time spent on a task
before being distracted or switching
to another is only
3 minutes 11 seconds.
55. Your target
prospect is
exposed to
6000 advertising
messages every
single day
56. In Estonia too brands are competing fiercely
for the attention of consumers
57. Consumers are becoming more
and more cautious
Trust is critical
Remember your trust emblems
(positive associations, testimonials etc.)
58. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Do I need you?
Brain Can I trust
filter you?
59. How to get into the Mind Box?
Unique
passionate
emotional
authentic
focused
interactive
meaningful
…
60.
61.
62. Key problems for
direct marketers across the board
One size fits all Irrelevant content Inconsistency
And wrong choice of channels
74. Get busy checking the motor
• Focus on your target group
and its need
• Work actively with your content
• Align your sales process with • Offer/message first, then
the presumed/documented copy, then ”creative”
buying process • Test, test, test – if possible
• Experiment to learn and improve • Differentiate your
• ROMI must be central messages
• Use flowcharts. ALWAYS • Be creative to achieve results
• Online/offline in combination – not to win fancy awards or the
admiration of your peers and family
Do not leave anything
to chance
75. Significant changes in buying behavior
No sex on
the first
date
Referral &
recommendation
OTS* high to
get a reaction
Latency
increase
incubationtime
*OTS = Opportunity to see
76. Worth remembering
• OTS (Opportunity to See) is important
• Remember your sales funnel conversion tactics
89. Get pictures
& more
concrete what
–to-do advise
at free
webinar
Get your invitation
michael@michaelleander.me
90. A B C
CTR: 26,22% CTR: 5% CTR: 10,32
Which one performed best in terms of CTR?
A, B or C?
91. The direct marketing funnel
• Where do respondents come from?
• Identify source + cost per Lead
• Where is each prospect top, mid, end of
funnel?
• How are we going to educate, nurture?
• What type of automation is required
• How are we going to score prospects
and customers?
• What is the minimum requirement for
differentiation?
• Where does marketing start and stop,
sales start and stop, retention start and
stop.
93. If we can’t consolidate email intelligence, how
are we going to deal with ”new” channels?
94. Build your profiles and get data
for segmentation
Data input Email
Transactions
from tracking
(on/offline)
customer behavior
70-90% accurate 50-90% reliable 99% trustworthy
94
95. How do you build profiles, and why
do it progressively?
96. My B2B profile First + last Name
My B2C
profile Email profile
Position? Mobile #
Influence? Male
39-45 yrs. Old
Married (wife)
Size of Kids (#, sex,
company age)
Budget for X Income (no)
Annual use of Y Assets
Bying process Property
When, how
CFO’s
Lifestyle
Soft data Preferences
Preferential Status of X
information
Basic
Demographics
Basic A press photo conceptualized by Affluent
demographics a German creative who spent too much neighbourhood
time in Berlin…. ?
(c) Michael Leander Nielsen, 2008 96
97. Understand thy list !
• Measure health of your list regularly
• Act on your findings – it is important
Measure Period Number of % of list total
Subscribers
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought All time 96,000 32.0%
Online Last 6 Months 216,000 72.0%
99. What is a lead?
What level of
qualification?
Where in the funnel do
new leads go?
What is the expected
incubation time?
Will lead scoring add
value to the dialogue?